Director Nguyen Trung Khanh: Da Nang needs to reposition its tourism brand and reach out in a new development space.

Within the framework of the Da Nang International Tourism Festival 2025, the Department of Culture, Sports and Tourism of Da Nang organized a workshop on “New Da Nang - Growing and Breaking Through”. Director of the Vietnam National Administration of Tourism Nguyen Trung Khanh attended and spoke at the workshop.

Director of Vietnam National Administration of Tourism Nguyen Trung Khanh speaks at the conference

Speaking at the opening of the workshop, Ms. Truong Thi Hong Hanh, Director of the Department of Culture, Sports and Tourism of Da Nang City, affirmed that the city's tourism is growing strongly, becoming a bright spot for the city's development. Da Nang is loved by tourists and has won many international awards. In the first 9 months of the year, the total number of overnight guests is estimated at 14.4 million, an increase of 22%, international visitors are estimated at 5.8 million, domestic visitors are estimated at 8.6 million. Revenue from accommodation and travel services is estimated at nearly 41,000 billion VND, an increase of 25% over the same period. "This is a positive signal showing the strong growth of the city's tourism after the merger, and at the same time showing that the attractiveness of Da Nang is growing."

According to Ms. Hanh, Da Nang City has entered a new context with a wide open development space, which is expected to bring about both opportunities and challenges. “This is the necessary time to implement solutions to develop Da Nang tourism in a new space and seek solutions to effectively exploit areas associated with traditional values, cultural history of Quang Nam, thereby building Da Nang into an attractive tourist destination of the world , developing the city and bringing jobs to local residents”.

Director of the Department of Culture, Sports and Tourism of Da Nang City Truong Thi Hong Hanh delivered the opening speech at the workshop. Photo: TITC

Speaking at the workshop, Director of the Vietnam National Tourism Administration Nguyen Trung Khanh highly appreciated the proactiveness of Da Nang City in organizing many activities to improve the efficiency of exploitation and attract domestic and international markets to Da Nang. The Director said that the workshop is a necessary activity for Da Nang to reposition its destination brand and specific solutions to restructure and accelerate the tourism industry, contributing positively to the growth target in 2025.

The Director suggested that in the coming period, the Da Nang tourism industry should focus on the following orientations: Continue to improve infrastructure, connectivity, and enhance accessibility to destinations; Diversify tourism products and improve the quality of tourism services, aiming at diversifying domestic and international tourist markets; Protect the environment, develop green tourism and adapt to climate change; Promote the application of technology and digitalization in tourism activities to effectively exploit the tourism industry and compete internationally; Innovate the promotion and branding of Vietnamese tourism; Continue to improve the quality of tourism human resources and management, commensurate with a regional and world-class tourism center; Continue to perfect policies to support tourism development and improve the effectiveness of state management of tourism.

Director of Vietnam National Administration of Tourism Nguyen Trung Khanh speaks at the conference

The Director also suggested that after the administrative boundary merger, Da Nang should soon position itself as a professional, modern, and high-quality tourism brand, which will be the nucleus spreading to the entire Central and Central Highlands regions; and a leading destination not only in the country but also in the region and the world. Da Nang continues to affirm its organizational capacity, integration spirit and long-term vision in connecting the business community, creating sustainable values ​​for the Vietnamese tourism industry.

According to Deputy Director of the Department of Culture, Sports and Tourism of Da Nang City, Tan Van Vuong, Da Nang has affirmed its international brand with diverse terrain connecting sea - plain - forest and mountains; intersection of modern urban areas and peaceful villages; 217 km long coastline. Da Nang has a strategic position as an air, road and sea gateway; a bridge connecting world cultural heritages in the Central and Central Highlands regions. Owning 2 world cultural heritages (Hoi An, My Son), 1 intangible heritage (Bai Choi), Cu Lao Cham Biosphere Reserve, Son Tra Peninsula. Aiming for modern living standards, security, clean environment and friendliness, simplicity of the people. Da Nang also owns many international iconic architectural works such as Han River Bridge, Dragon Bridge, Golden Bridge, APEC Park, and high-class tourist attractions. During the period 2020 - 2025, Da Nang tourism has had outstanding growth, expected to reach 17.3 million tourists in 2025, including 7.6 million international visitors, with total estimated revenue of 59 trillion VND.

The workshop listened to a representative of the Da Nang Hotel Association present a paper on “Solutions to improve service quality and tourism human resources”, emphasizing that human resources are the key factor in maintaining the competitiveness of a destination. The report clearly stated that Da Nang has a balanced workforce between the experienced generation (Gen X) and the dynamic young generation (Gen Y, Gen Z), but still needs to strengthen training for middle managers and improve professional capacity.

Proposed solutions include: intensive training cooperation with IBH Academy, ST4SD, EHL School (Switzerland); standardizing tourism professional capacity according to ASEAN standards; and applying technology in training and service, from E-learning, Big Data to multilingual AI chatbot to personalize the tourist experience.

Overview of the workshop. Photo: TITC

The workshop also listened to presentations from managers and business representatives on key topics such as: positioning the city's tourism brand and market; strengthening service supply chain linkages; promotion; product development, digital transformation application and improving the quality of human resources in the tourism industry.

The workshop is one of the thematic activities within the framework of the Da Nang International Tourism Festival 2025, not only a trade promotion event, but also a strategic step of Da Nang in the journey of "growing and breaking through", affirming its position as a leading event and tourism city in Southeast Asia.

Tourism businesses learn and connect at the workshop. Photo: TITC

The Da Nang International Tourism Festival 2025 is chaired by the Da Nang Tourism Association in coordination with HORECFEX Vietnam, aiming to create a space for trade connection, open up strategic cooperation opportunities, and contribute to promoting sustainable growth of visitors and tourism revenue.

This year's event attracted more than 400 sellers, 120 international buyers from key markets: Thailand, Philippines, Indonesia, Malaysia, Korea, China, Japan, Russia, India, CIS countries, Western Europe and more than 180 domestic travel companies and nearly 2,000 attendees representing travel companies, hotels, restaurants, service providers and tour guides.

Entering its second edition, the Da Nang International Tourism Festival 2025 returns with an expanded scale and more in-depth content. The highlight is the business connection space (B2B Buyers Meet Sellers) - one of the largest B2B events in the country. Taking place over two days (October 16-17), it recorded more than 6,000 business appointments between Vietnamese and international businesses - a record number showing the growing attraction and position of Da Nang on the regional tourism map.

Vietnam National Administration of Tourism

Source: https://bvhttdl.gov.vn/cuc-truong-nguyen-trung-khanh-da-nang-can-tai-dinh-vi-thuong-hieu-du-lich-vuon-minh-trong-khong-gian-phat-trien-moi-2025102010554432.htm